Role: Lead Creative
Agency: 72andsunny
Director: Christopher Hewitt
Prod. company: Smuggler
Samsung wanted a campaign to showcase their sponsorship of the Trek Factory Racing Team. At the same time they were launching their new platform ‘We are greater than I’. A focus on the collective over the individual. Something to reveal the team behind the winning rider. In cycling, this riders are called the domestiques. This film is to honor all their sacrifice and hard work they put into something that they know they’ll never win.